How to Negative Match

How do I add a negative phrase or exact match in Perpetua?

Linda Wan avatar
Written by Linda Wan
Updated over a week ago

There are three easy ways to negative match keywords in Perpetua.

1. The first is to go the "Targets" tab within a goal, click the "+" at the top right-hand corner, and select "add negative match". From there, you select the type of target you want to negative match, along with the match type, and enter them separated by line.

2. The second way is to negative match existing keywords. Once again, go into the "Targets" tab of the goal and hover over the specific keyword in the table. Click the three dots on the right-hand side of the keyword and select "Negative Match".  If you'd like to remove the negative match, click the three dots to the right of negative matched keyword and select "Delete Negative Match".

3. The third way is to go to the "Search Terms" tab, hover over the search term, and click the 3 dots. Then, select "add negative match".

When negative matching directly from the "Search Terms" tab, this means it will negative match it at the goal level, not whatever ad group the keyword is in.

For more information on negative keywords and how to remove them, check out the articles below:

If you have any questions, please email your Data Strategist or and we'll be happy to assist.

Article last updated June 2023. If you find this information to be out of date, please contact

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